Swedish floorball embraces OTT in five-year Bonnier/NTM deal struck by Spring Media

Telia-owned Bonnier News and Swedish media group NTM have jointly acquired domestic rights to floorball’s Swedish Super League, from 2020-21.

The five-season deal, for both men’s and women’s leagues, was negotiated by the Spring Media agency and runs until 2024-25, including rights to over 400 matches from both leagues.

Bonnier News will broadcast the rights to all matches on the recently launched OTT streaming platform Expressen Play, which sits under the Bonnier-owned national newspaper Expressen. Local media companies owned by Bonnier News and NTM will also simulcast the matches on the sites of various magazine and newspaper titles.

Domestic rights were held by international media group Discovery in a deal that ended in the 2019-20 season. Matches were also streamed on SSL Play, the league’s OTT platform.

A tender for the broadcast rights from 2020-21 to 2024-25 was issued by Spring Media in February. The agency had been advising the Swedish Super League Association (FSSL), the floorball clubs body, since the start of 2019.

Hans Svenlander, partner at Spring Media said on the new: “With this agreement the SSL will get a long-term partner with great reach both locally as well as nationally. We’re pleased to be continuing the work with all parties involved to develop the SSL brand to new heights.”

The agency said that it had a “proven record of partnering with the NTM and Bonnier brands – among those the acquisition of the Bandy World Cup and the Elitettan women’s football league”.

Spring Media was hired to provide commercial advisory services in the areas of media-rights sales, broadcast production, and betting-related sponsorship rights. The agency already represents the media rights of Sweden’s top-tier bandy league and Swedish women’s football’s Damallsvenskan.

The five-year rights agreement announced today (Wednesday) has been hailed as the biggest investment signed by the SSL.